SYDNEY (Tourism Australia) - Tourism Australia (TA) has signed a Memorandum of Understanding (MOU) for a new $12 million co-operative marketing agreement with Singapore Airlines TA Managing Director, Scott Morrison, announced today
“Singapore Airlines is an important partner for Australian tourism, particularly in the Asia Pacific region. This important MOU will help promote Australia as a destination through activities such as consumer and trade shows, tactical marketing campaigns and support for media programs,” Scott Morrison said.
“Singapore Airlines has a proud history in Australia, with a strong reputation for high quality services exemplified by the famous ‘Singapore Girl’ flight attendants.
“Singapore itself is an important market for Australia. In 2004/05 there were a quarter of a million visitors from Singapore, an increase of six per cent over the previous year.
“Recently Tourism Australia collaborated with Singapore Airlines on a promotional campaign to stimulate low season travel demand to Australia.
“In addition, Australia and Singapore are complementary tourist destinations, with Changi Airport a major aviation gateway to Australia for both inbound and outbound tourism. As a result we have a strong background of working together to boost tourism in the region.
“Through partnerships and co-operative marketing agreements such as this, TA leverages its marketing activities to increase Brand Australia presence in key global markets and deliver greater impact for taxpayers’ funds.
“To ensure the most suitable mix of partners, markets and strategy, TA has a broad leverage partnership platform, working jointly and non-exclusively with tour operators, new distribution channel operators, other airlines and other non tourism partners where necessary.
“This is but one example of how co-operative activity with strong partners such as Singapore Airlines can deliver effective co-operative activities to help Tourism Australia grow total visitor spend by increasing total and average length of stay and to grow dispersal and regional visitor spend by encouraging visitors to travel outside the major gateways. This will in turn generate jobs growth, particularly in regional, rural and remote areas and contribute to Australia’s continued economic prosperity,” Scott Morrison said.
Tourism Australia is a CAPA Member. For more information on the Centre for Asia Pacific Aviation's membership service, please click the icon below.
Want more analysis like this? CAPA Membership gives you access to all news and analysis on the site, along with access to many areas of our comprehensive databases and toolsets.
Find out more and take a free trial.